Digital universe - is a set of all possible information contained on the Internet: text messages, video files, audio, etc. Experts expect that it will contain around 40 trillion gigabytes of data by 2020.

Technologies that minimize human intervention are required, if the orientation and usage of such great amounts of information is needed. That is why the Big Data appearance created an analytical revolution, making a quick and reliable automated data collection, filtering, sorting and structuring possible.

Big Data - is a set of strategies and technologies that capture, store, process, analyze and visualize complex data sets.

Big Data consists of three elements:

Data

Analytics

Technology

These three elements are characterized by the following features:

Volume Refers to the vast amounts of data generated every second, which is difficult to process and store using traditional methods. With big data technology we can now store and use these data sets with the help of distributed systems.

Velocity Refers to the speed at which new data is generated and the speed at which data moves around (90% of the existing information has been collected only over the past 2 years). Big data technology allows us now to analyse the data while it is being generated, without ever putting it into databases.

Variety Refers to the different types of data we can now use and analyse (both structured and unstructured). In fact, 80% of the world’s data is now unstructured, and therefore can’t easily be put into tables (photos, video sequences or social media updates).

Veracity Refers to the messiness or trustworthiness of the data. With many forms of big data, quality and accuracy are less controllable (such as abbreviations, typos etc), but big data analytics now allows us work with these type of data . The volumes often make up for the lack of quality or accuracy.

Value Big Data should be useful to a company and bring some value. For example helping to improve business processes, reporting and costs optimization. So you can safely argue that 'value' is the most important V of Big Data.

If these 5 features are followed than the accumulated amount of information can be called Big Data.

These three elements are characterized by the following features:

Volume. Big Data allows collecting and processing vast amounts of information for any period of time.

Velocity. Big Data allows collecting and processing vast amounts of information for any period of time.

Big Data – is the Holy Grail for business. Companies have only recently started using data analytics in order to improve customer experience. At the same time, digitally evolved consumers require highly personalized approach from companies. A successful cope with these expectations is worth thinking about more complex and mature capabilities of data analysis. Big Data is the engine of digital personalization.

Successful analysis of the information environment using Big Data makes it easy and fast to obtain a relevant insights (information) from multiple sources and in various formats. Data about the behavior, interests, sentiment and consumer trends are reachable right now, so brands are able to find the breakthrough insights that enable them to create a customized experience and to generate high conversion. Customers also benefit from this process as they can get the most relevant smooth and ceaseless connection with the company that uses Big Data.

Thus, Big Data - is the inevitable future of each company, where the segmentation gives place to accurate microsegmentation, which in turn changes the approach to marketing, customer service and finance in general.